Posted: Wed May 25, 2011 1:32 am Post subject: NYC Branding Agency The James Group and MSA introduce
Global brand agency reinvents 24-year-old company with a revolutionary campaign redefining the role of security as a necessary part of day-to-day business.
New York, NY, May 25, 2011 -- When the curtain finally came up at ASIS 2011, Michael Stapleton Associates, the nations leading provider of bomb dogs and specialized security solutions, was now MSA Security. The new brand identity looked like something different. Something fresh. It looked like a cutting-edge company that demanded attention. And it had a very clear message: Business as usual is a good thing.
In a category dominated by ex-law enforcement selling on a platform of fear, this new brand has a different point of view: Security as a means to running a successful business, not an end unto itself. Following a rigorous 4-month re-branding initiative by The James Group, the New York based creative brand agency, MSA Security was launched with the tag line “In the business of business as usual”. This new position has helped MSA transcend being an organization simply of ex-police to a business consultant with a focus on the clients bottom line.
With such a dramatic repositioning of its brand, MSA is now able to change the conversation about security. No longer is it enough for companies to simply ask “Are we protected?” The conversation now begins with “Is our business safe from unnecessary interruption?”
“This was a real game-changer for them,” said Paul Blakely, Principal of The James Group, “their sales team is now able to go into a room with any CEO and CFO and have a discussion about their over-all business continuity as opposed how many dogs or guards they need. It really elevated them to the level of an integral, trusted partner as opposed to just another security vendor.”
The global brand agency launched the security company's campaign worldwide in trade publications, select digital placements and through MSA's extensive sales network based in New York.
“What this gives our team, more than anything else, is confidence,” said Mike O’Neil, CEO of MSA Security. “This is something we’ve been doing all along, but The James Group was able to put it into words and images. We’re a different organization almost overnight.”
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